. >> opened on new york's lower east side in 1888, katz's jewish immigrant founders brought their recipes for cured beef from eastern europe. >> is there an art to making a good sandwich? >> it's an art form. every piece of meat is different. got to treat it like you would a baby. >> does katz's ever advertise? >> no. you don't need to. >> it's all word of mouth. >> yes! yes! >> it was in katz's where harry met sally in the 1989 film and had their famously orgasmic meal. katz's name isn't even mentioned in the movie. but word got around. >> i'll have what she's having. >> oh, yeah. >> this summer 20 couples from the comedy group improv everywhere, slipped in to katz's and recreated the movie scene. >> oh, yes! >> did you know that was coming? >> no idea. >> you thought about joining in? >> no. >> what has that movie scene meant to this business? >> every once in awhile a review, that movie put you on the back. we were here a hundred years before the movie was made. >> it didn't hurt. >> you need a ticket to get in. they will charge you $50 if you lose it. it's how katz's keeps track of it